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Raisha Verginia
Analisis iklan smartphone iPhone berbahasa Jerman ditinjau dari segi retorika dalam iklan = Analysis of smartphone iPhone's Advertisement is viewed from the aspect rhetoric in advertising
"[ ABSTRAK
iPhone merupakan perusahaan internasional yang memiliki gerai toko di banyak negara, termasuk di Jerman. Pasar yang ditargetkan oleh iPhone adalah kalangan menengah ke atas. Dalam memasarkan produknya tersebut, iPhone menggunakan iklan sebagai media promosi. Untuk menarik konsumen, iklan harus dibuat semenarik mungkin. Salah satunya dengan melihat skema pembicaraan dan alat retorika yang dipakai dalam iklan. Penelitian ini bertujuan untuk menganalisis penggunaan skema pembicaraan serta alat-alat retorika dalam iklan iPhone berbahasa Jerman. Metode kualitatif yang bersumber pada kajian pustaka digunakan untuk menganalisis sepuluh iklan iPhone yang menjadi korpus data. Berdasarkan hasil penelitian, tidak semua skema pembicaraan dan alat retorika dipakai dalam iklan berbahasa Jerman.
ABSTRACT iPhone is an international company, which has a lot of outlets in many countries, including in Germany. The market target is from the upper middle class. In marketing their products, iPhone uses advertising as a media campaign. To attract consumers, advertising must be made as attractive as possible. One of the ways for looking them up is look the scheme talk and rhetorical device, which are used in the advertisement. This study aimed to analyze the use of schemes talks and rhetorical device, which are used in iPhone advertisement. Qualitative method which is from literary review is used to analyze ten iPhone?s advertisement as the corpus data. Based on the result of this research, not all of scheme talk and rhetorical device are used in one German?s advertisement;iPhone is an international company, which has a lot of outlets in many countries, including in Germany. The market target is from the upper middle class. In marketing their products, iPhone uses advertising as a media campaign. To attract consumers, advertising must be made as attractive as possible. One of the ways for looking them up is look the scheme talk and rhetorical device, which are used in the advertisement. This study aimed to analyze the use of schemes talks and rhetorical device, which are used in iPhone advertisement. Qualitative method which is from literary review is used to analyze ten iPhone?s advertisement as the corpus data. Based on the result of this research, not all of scheme talk and rhetorical device are used in one German?s advertisement, iPhone is an international company, which has a lot of outlets in many countries, including in Germany. The market target is from the upper middle class. In marketing their products, iPhone uses advertising as a media campaign. To attract consumers, advertising must be made as attractive as possible. One of the ways for looking them up is look the scheme talk and rhetorical device, which are used in the advertisement. This study aimed to analyze the use of schemes talks and rhetorical device, which are used in iPhone advertisement. Qualitative method which is from literary review is used to analyze ten iPhone’s advertisement as the corpus data. Based on the result of this research, not all of scheme talk and rhetorical device are used in one German’s advertisement]"
Depok: Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-Pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Dety Aulia Malik
Alat retorika dalam sepuluh iklan air mineral berbahasa Jerman = Rhetorical figure of ten mineral water ad in German advertisement
"[ ABSTRAK
Iklan merupakan salah satu unsur penting dalam proses penjualan. Berbagai ide kreatif dalam pembuatan iklan sangat dibutuhkan, tidak hanya dalam bidang visual, melainkan juga dalam bidang bahasa. Penggunaan bahasa mengandung unsur persuasif yang kreatif selalu ditemukan dalam iklan Jerman, khususnya dalam iklan air mineral, salah satu bahan pangan yang dikonsumsi masyarakat Jerman sehari-hari. Keterampilan berbahasa atau unsur retorik dalam iklan air minum menjadi perhatian utama dalam menciptakan iklan yang mudah dipahami dan menarik minat konsumen. Penelitian ini bertujuan untuk menjelaskan bentuk-bentuk alat retorika yang terdapat di dalam iklan air minum dan fungsi dari penggunaan alat retorika tersebut. Metode yang digunakan dalam penelitian ini adalah metode deskriptif yang bersumber pada kajian pustaka. Hal yang dianalisis dalam penelitian ini adalah bentuk-bentuk alat retorika yang sering muncul pada iklan air mineral dan menjelaskan fungsinya dalam teks. Berdasarkan hasil penelitian, semua iklan air mineral menggunakan alat retorika. Iklan berfungsi sebagai kalimat persuasif. Alat retorika di dalam iklan digunakan untuk menarik perhatian pembaca sebagai target konsumen dan mendorong agar membeli produk air mineral.
ABSTRACTAdvertising is one of the essential element in the process of selling. A variety of creative ideas in the ad creation is urgently needed, not only in the visual field, but also in the field of languages. The use of languages contain elements of persuasive and creative always found in Germany, especially in commercials advertising of mineral water, one of the foodstuff which consumed daily of german society. Proficiency or elements of rhetoric in advertising of mineral water naturally become a major concern in creating ads that are easy to understand and the interests of consumers. Thus, this research aims to clarify the forms of rhetorical figure that contained in mineral water advertisement and the function of rhetoric of the sentence usage. The methods used in this research is descriptive method which is sourced in the literature review. The analyzed in this research are the forms of rhetorical figure that appear on mineral water advertisement and explain their function in the text. According to the research, most of all mineral water advertisement use rhetorical figure. Advertising serves as a persuasive sentence. Rhetorical figure serves to attract the reader's attention as a target of consumers and encourage purchase products of mineral water;Advertising is one of the essential element in the process of selling. A variety of creative ideas in the ad creation is urgently needed, not only in the visual field, but also in the field of languages. The use of languages contain elements of persuasive and creative always found in Germany, especially in commercials advertising of mineral water, one of the foodstuff which consumed daily of german society. Proficiency or elements of rhetoric in advertising of mineral water naturally become a major concern in creating ads that are easy to understand and the interests of consumers. Thus, this research aims to clarify the forms of rhetorical figure that contained in mineral water advertisement and the function of rhetoric of the sentence usage. The methods used in this research is descriptive method which is sourced in the literature review. The analyzed in this research are the forms of rhetorical figure that appear on mineral water advertisement and explain their function in the text. According to the research, most of all mineral water advertisement use rhetorical figure. Advertising serves as a persuasive sentence. Rhetorical figure serves to attract the reader's attention as a target of consumers and encourage purchase products of mineral water;Advertising is one of the essential element in the process of selling. A variety of creative ideas in the ad creation is urgently needed, not only in the visual field, but also in the field of languages. The use of languages contain elements of persuasive and creative always found in Germany, especially in commercials advertising of mineral water, one of the foodstuff which consumed daily of german society. Proficiency or elements of rhetoric in advertising of mineral water naturally become a major concern in creating ads that are easy to understand and the interests of consumers. Thus, this research aims to clarify the forms of rhetorical figure that contained in mineral water advertisement and the function of rhetoric of the sentence usage. The methods used in this research is descriptive method which is sourced in the literature review. The analyzed in this research are the forms of rhetorical figure that appear on mineral water advertisement and explain their function in the text. According to the research, most of all mineral water advertisement use rhetorical figure. Advertising serves as a persuasive sentence. Rhetorical figure serves to attract the reader's attention as a target of consumers and encourage purchase products of mineral water, Advertising is one of the essential element in the process of selling. A variety of creative ideas in the ad creation is urgently needed, not only in the visual field, but also in the field of languages. The use of languages contain elements of persuasive and creative always found in Germany, especially in commercials advertising of mineral water, one of the foodstuff which consumed daily of german society. Proficiency or elements of rhetoric in advertising of mineral water naturally become a major concern in creating ads that are easy to understand and the interests of consumers. Thus, this research aims to clarify the forms of rhetorical figure that contained in mineral water advertisement and the function of rhetoric of the sentence usage. The methods used in this research is descriptive method which is sourced in the literature review. The analyzed in this research are the forms of rhetorical figure that appear on mineral water advertisement and explain their function in the text. According to the research, most of all mineral water advertisement use rhetorical figure. Advertising serves as a persuasive sentence. Rhetorical figure serves to attract the reader's attention as a target of consumers and encourage purchase products of mineral water]"
Depok: Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-Pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Isna Nirwana
Analisis perbandingan flie text dalam iklan l oreal berbahasa jerman dan indonesia = Comparative analysis l oreal german and indonesian advertisement flie text
"[ ABSTRAK
Pembelajaran mengenai iklan sangat penting bagi masyarakat yang kini hidup di zaman serba komersil. Perkembangan dunia periklanan saat ini semakin pesat dengan semakin banyaknya variasi iklan yang hadir di tengah masyarakat. Makna berperan penting di dalam menginterpretasikan sesuatu. Jika pemaknaan suatu kata di dalam kalimat itu salah, hal ini berdampak juga pada pemahaman yang salah pada kalimat tersebut. Di dalam bahasa iklan, suatu perusahaan harus menggunakan kata yang tepat di dalam penyampaian iklan yang mereka buat agar maksud dan tujuan dari iklan tersebut sampai ke konsumen sehingga tidak terjadi intreptasi yang berbeda. Metode yang digunakan di dalam penelitian ini adalah metode deskriptif kualitatif yang bersumber pada kajian pustaka. Analisis dari ketiga iklan ini dilakukan dengan menganalisis unsur-unsur iklan pada tubuh iklan.
ABSTRACT Learning about the ad is very important for people who now live in the commercial era. The development of the advertising world is currently growing rapidly with the increasing number of ad variations in the community. Meaning of the ad plays an important role. If the meaning of a word in the sentence is wrong, it also impacts on the understanding of that sentence. In the language of advertising, a company must use the right words in the delivery of advertisements so that the intention and purpose of the advertisement to the consumer clear. The method used in this research is descriptive qualitative method which is based on a literature review. Analysis of the three ads is done by analyzing the elements of advertising that centered on body copy.;Learning about the ad is very important for people who now live in the commercial era. The development of the advertising world is currently growing rapidly with the increasing number of ad variations in the community. Meaning of the ad plays an important role. If the meaning of a word in the sentence is wrong, it also impacts on the understanding of that sentence. In the language of advertising, a company must use the right words in the delivery of advertisements so that the intention and purpose of the advertisement to the consumer clear. The method used in this research is descriptive qualitative method which is based on a literature review. Analysis of the three ads is done by analyzing the elements of advertising that centered on body copy.;Learning about the ad is very important for people who now live in the commercial era. The development of the advertising world is currently growing rapidly with the increasing number of ad variations in the community. Meaning of the ad plays an important role. If the meaning of a word in the sentence is wrong, it also impacts on the understanding of that sentence. In the language of advertising, a company must use the right words in the delivery of advertisements so that the intention and purpose of the advertisement to the consumer clear. The method used in this research is descriptive qualitative method which is based on a literature review. Analysis of the three ads is done by analyzing the elements of advertising that centered on body copy., Learning about the ad is very important for people who now live in the commercial era. The development of the advertising world is currently growing rapidly with the increasing number of ad variations in the community. Meaning of the ad plays an important role. If the meaning of a word in the sentence is wrong, it also impacts on the understanding of that sentence. In the language of advertising, a company must use the right words in the delivery of advertisements so that the intention and purpose of the advertisement to the consumer clear. The method used in this research is descriptive qualitative method which is based on a literature review. Analysis of the three ads is done by analyzing the elements of advertising that centered on body copy.]"
Depok: Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Marina Indriani Lestari
Unsur retorika dalam sepuluh iklan Lufthansa berbahasa Jerman = Rhetorical figure in Ten Lufthansa advertisements in German
"[ ABSTRAK
Retorika merupakan seni dalam berbicara. Di dalam sebuah iklan, terdapat retorika sebagai salah satu unsur terpenting karena dengan unsur retorika tersebut iklan dapat dibuat menjadi semenarik mungkin sehingga pembaca berminat untuk menyimak iklan secara keseluruhan. Penelitian ini bertujuan untuk mengetahui penggunaan unsur retorika dalam sepuluh iklan cetak Lufthansa Jerman. Metode yang digunakan dalam penelitian ini adalah metode kualitatif yang bersumber pada kajian pustaka. Analisis yang digunakan dengan menganalisis unsur utama iklan antara lain Schlagzeile, Unterüberschrift, dan slogan. Berdasarkan hasil penelitian yang saya lakukan, saya menemukan penggunaan unsur retorika dalam sepuluh iklan Lufthansa berbahasa Jerman tersebut sebagai salah satu pembentuknya. Hal tersebut berfungsi sebagai pembentuk citra yang kuat terhadap produk yang sedang diiklankan. Penggunaan unsur retorika pada sebuah iklan membuat iklan tersebut menjadi terstruktur dan lebih menarik perhatian pembacanya.
ABSTRACT Rhetoric is the art of speech. Rhetorical figure is an important substance in an advertisement, because it can make an advertisement become as interesting as it can be and make people eager to read it more. This research aims to know about the usage of rhetorical figure in ten Lufthansa advertisements in German and uses qualitative method
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Unsur Retorika ..., Marina Indriani Lestari, FIB UI, 2015
which based on literary review. This research was analyzed by analyzing the main contents of advertisement, such as Headline, Subheadline, and Slogan. Based on the result, i found the usage of rhetorical figure as one of the important substances in ten Lufthansa advertisements in German that i used in this research, because it can give a strong image to the product that is being advertised. The usage of rhetorical figure makes the advertisement become more organized and interesting to be seen by readers.;Rhetoric is the art of speech. Rhetorical figure is an important substance in an advertisement, because it can make an advertisement become as interesting as it can be and make people eager to read it more. This research aims to know about the usage of rhetorical figure in ten Lufthansa advertisements in German and uses qualitative method
2
Unsur Retorika ..., Marina Indriani Lestari, FIB UI, 2015
which based on literary review. This research was analyzed by analyzing the main contents of advertisement, such as Headline, Subheadline, and Slogan. Based on the result, i found the usage of rhetorical figure as one of the important substances in ten Lufthansa advertisements in German that i used in this research, because it can give a strong image to the product that is being advertised. The usage of rhetorical figure makes the advertisement become more organized and interesting to be seen by readers., Rhetoric is the art of speech. Rhetorical figure is an important substance in an advertisement, because it can make an advertisement become as interesting as it can be and make people eager to read it more. This research aims to know about the usage of rhetorical figure in ten Lufthansa advertisements in German and uses qualitative method
2
Unsur Retorika ..., Marina Indriani Lestari, FIB UI, 2015
which based on literary review. This research was analyzed by analyzing the main contents of advertisement, such as Headline, Subheadline, and Slogan. Based on the result, i found the usage of rhetorical figure as one of the important substances in ten Lufthansa advertisements in German that i used in this research, because it can give a strong image to the product that is being advertised. The usage of rhetorical figure makes the advertisement become more organized and interesting to be seen by readers.]"
Depok: Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-Pdf
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Entin Nurcahyani
Alat retorika dalam sepuluh iklan Coca Cola berbahasa Jerman = Rethorical devices usage in ten German Coca Cola advrtisement
"[ ABSTRAK
Iklan sangat penting dalam memperkenalkan suatu produk. Bahasa iklan harus dibuat semenarik mungkin agar mampu menarik perhatian target pasar. Penggunaan bahasa yang mengandung unsur persuasif dan sangat kreatif kita temukan dalam setiap iklan, tidak terkecuali pada iklan Coca-Cola. Produk minuman ringan yang menjadikan anak muda sebagai target pasarnya ini selalu memunculkan ide kreatif dan menarik dalam setiap iklannya. Tidak jarang Coca-Cola menggunakan alat retorika dalam iklannya. Menjadikan iklan Coca-Cola menarik dan sangat diminati. Peneltian ini bertujuan untuk menjelaskan unsur retorika yang terdapat di dalam iklan Coca-Cola tersebut dan fungsi dari penggunaan alat retorika. Hal yang dianalisis dalam penelitian ini adalah penggunaan alat retorika yang muncul pada iklan Coca-Cola dan menjelaskan fungsinya dalam iklan. Berdasarkan hasil penelitian, penggunaan alat retorika ditemukan pada iklan Coca-Cola. Alat retorika yang muncul berfungsi untuk menarik perhatian pembaca sebagai target konsumen. Hal tersebut juga memudahkan pembaca dalam memahami suatu teks.
ABSTRACT Advertising is a crucial method to introduce a product. The language used in advertisement has to be persuasive in order to attract market target. Persuasive and very creative language advertising are usually found in every advertisement, and so does in Coca Cola ads. Coca cola targeted youth as their market target thus it always introduces creative and interesting idea in its advertisement. Coca cola often uses rhetorical devices in its advertisement and makes it loved by a lot of people. This research aims to explain rhetorical devices in Coca Cola Ads and the function of the rhetorical devices. The analysis in this research focuses on rhetorical devices used in Coca Cola ads and its function in advertisement..The research shows the usage of rhetorical device is found in Coca Cola Ads. Rhetorical devices are used to attract reader as the targeted consumers. Rhetorical devices are also enable the consumers easier in understanding the text.;Advertising is a crucial method to introduce a product. The language used in advertisement has to be persuasive in order to attract market target. Persuasive and very creative language advertising are usually found in every advertisement, and so does in Coca Cola ads. Coca cola targeted youth as their market target thus it always introduces creative and interesting idea in its advertisement. Coca cola often uses rhetorical devices in its advertisement and makes it loved by a lot of people. This research aims to explain rhetorical devices in Coca Cola Ads and the function of the rhetorical devices. The analysis in this research focuses on rhetorical devices used in Coca Cola ads and its function in advertisement..The research shows the usage of rhetorical device is found in Coca Cola Ads. Rhetorical devices are used to attract reader as the targeted consumers. Rhetorical devices are also enable the consumers easier in understanding the text., Advertising is a crucial method to introduce a product. The language used in advertisement has to be persuasive in order to attract market target. Persuasive and very creative language advertising are usually found in every advertisement, and so does in Coca Cola ads. Coca cola targeted youth as their market target thus it always introduces creative and interesting idea in its advertisement. Coca cola often uses rhetorical devices in its advertisement and makes it loved by a lot of people. This research aims to explain rhetorical devices in Coca Cola Ads and the function of the rhetorical devices. The analysis in this research focuses on rhetorical devices used in Coca Cola ads and its function in advertisement..The research shows the usage of rhetorical device is found in Coca Cola Ads. Rhetorical devices are used to attract reader as the targeted consumers. Rhetorical devices are also enable the consumers easier in understanding the text.]"
Depok: Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Chaeranny Rilinovia Amayuraj
Penggunaan kata asing dalam sepuluh iklan produk maskara berbahasa Jerman = The use of foreign words in ten of German speaking mascara advertisement
"[ ABSTRAK
Iklan merupakan salah satu unsur penting dalam proses penjualan. Dalam pembuatannya berbagai ide kreatif dari segi visual maupun bahasa yang digunakan sangatlah berpengaruh dalam proses pemasaran produk. Penggunaan bahasa yang persuasif dan kreatif serta memperhatikan target pasar seringkali ditemukan dalam iklan Jerman, khususnya dalam iklan produk maskara yang telah menjadi salah satu produk kosmetik yang telah mendunia karena hampir semua wanita di dunia menggunakan produk tersebut. Oleh karena itu, terkait dengan target pasar yang telah mencakup pasar internasional, tentu penggunaan kata asing atau fremdsprahiges Wort banyak ditemukan dalam iklan tersebut untuk mempertahankan eksistensinya di dunia internasional karena lebih mendunia. Penelitian ini bertujuan untuk menjelaskan macam-macam pembentukan kata asing dan penggunaannya dalam iklan maskara berbahasa Jerman. Penelitian ini merupakan penelitian kualitatif dengan metode deskriptif dengan sumber data yang digunakan dalam penelitian ini diambil dari beberapa situs online. Berdasarkan hasil penelitian, sepuluh iklan produk maskara berbahasa Jerman tersebut menggunakan kata asing yang berfungsi sebagai alat pemasaran di dunia internasional karena kata asing yang digunakan merupakan kata asing yang sudah banyak dipahami masyarakat dunia
ABSTRACTAdvertising is one of the essential elements in a product selling process . In its manufacture variopus creative ideas in terms of visual and the use of language have significant impact in the process of product marketing. Beside persuasive and creative use of language, the examination of target market is often found in German advertising, especially in mascara product advertising that in terms of cosmetic products has become one of worldwide cosmetic products since almost all women in the world use this product. To maintain the target market in international community, the use of foreign words or fremdsprahiges Wort has become significant to sustain its existence. This research aims to describe various formation of foreign words and their usage in German speaking mascara ads. The research method that is used in this research is qualitative which consists of descriptive method through the gathering data process that taken from online sites sources. The research result shows that ten of German ads use foreign words for its marketing tool in the international community because those foreign words are basically known and understood by people around the world.;dvertising is one of the essential elements in a product selling process . In its manufacture variopus creative ideas in terms of visual and the use of language have significant impact in the process of product marketing. Beside persuasive and creative use of language, the examination of target market is often found in German advertising, especially in mascara product advertising that in terms of cosmetic products has become one of worldwide cosmetic products since almost all women in the world use this product. To maintain the target market in international community, the use of foreign words or fremdsprahiges Wort has become significant to sustain its existence. This research aims to describe various formation of foreign words and their usage in German speaking mascara ads. The research method that is used in this research is qualitative which consists of descriptive method through the gathering data process that taken from online sites sources. The research result shows that ten of German ads use foreign words for its marketing tool in the international community because those foreign words are basically known and understood by people around the world., dvertising is one of the essential elements in a product selling process . In its manufacture variopus creative ideas in terms of visual and the use of language have significant impact in the process of product marketing. Beside persuasive and creative use of language, the examination of target market is often found in German advertising, especially in mascara product advertising that in terms of cosmetic products has become one of worldwide cosmetic products since almost all women in the world use this product. To maintain the target market in international community, the use of foreign words or fremdsprahiges Wort has become significant to sustain its existence. This research aims to describe various formation of foreign words and their usage in German speaking mascara ads. The research method that is used in this research is qualitative which consists of descriptive method through the gathering data process that taken from online sites sources. The research result shows that ten of German ads use foreign words for its marketing tool in the international community because those foreign words are basically known and understood by people around the world.]"
Depok: Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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Yulfiani Suryati
Analisis Bahasa Iklan Sampo Garnier di Jerman Dilihat dari Penggunaan Hochwertwörter, Schlüsselwörter, dan Plastikwörter = Analysis on the advertisement language of Garnier shampoo ads in Germany based on the use of Hochwertwörter, Schlüsselwörter, & Plastikwörter
"[ ABSTRAK
Maraknya iklan-iklan produk perawatan rambut berbagai merek yang beredar di media massa memengaruhi para wanita dalam pengambilan keputusan mengenai merek sampo apa yang akan mereka gunakan. Di dalam makalah ini, saya meneliti bahasa iklan pada 10 iklan produk sampo Garnier di Jerman. Tujuan penelitian ini adalah untuk mempelajari bagaimana pilihan penggunaan kosa kata Hochwertwörter, Schlüsselwörter, dan Plastikwörter di dalam 10 teks iklan menjadikan iklan-iklan tersebut sebagai iklan yang menarik bagi target pasarnya. Berdasarkan analisis yang dilakukan, ditemukan bahwa setiap iklan menggunakan Schlüsselwörter untuk membentuk asosiasi positif para konsumen yang terkait langsung dengan produk, misalnya untuk menggambarkan hasil akhir atau menggambarkan kualitas bahan dasar produk tersebut dan penggunaan Hochwertwörter memberi nilai yang lebih terhadap produk tersebut. Plastikwörter cenderung digunakan untuk menggambarkan kualitas produk secara keseluruhan dan secara tidak langsung membangun citra sampo Garnier secara general.
ABSTRACT A large number of hair care product?s advertisements from different brands that are widely spread through mass media are affecting women?s decision about which shampoo that they?re going to use. In this paper, I have analysed advertisement language of 10 Garnier shampoo ads in Germany. The purpose of this research is to find out how the use of Hochwertwörter, Schlüsselwörter and Plastikwörter in those 10 ads makes them more interesting for their target market. The result of the analysis shows that each of advertisement uses Schlüsselwörter to create costumer?s positive associations which is directly related to the product, for example to describe the result we achieve when we use that product or to describe the quality of product composition and the use of Hochwertwörter will give more positive value to the product. Meanwhile, Plastikwörter have a tendency to represent the product quality in a more general way and indirectly improve the brand image.;A large number of hair care product?s advertisements from different brands that are widely spread through mass media are affecting women?s decision about which shampoo that they?re going to use. In this paper, I have analysed advertisement language of 10 Garnier shampoo ads in Germany. The purpose of this research is to find out how the use of Hochwertwörter, Schlüsselwörter and Plastikwörter in those 10 ads makes them more interesting for their target market. The result of the analysis shows that each of advertisement uses Schlüsselwörter to create costumer?s positive associations which is directly related to the product, for example to describe the result we achieve when we use that product or to describe the quality of product composition and the use of Hochwertwörter will give more positive value to the product. Meanwhile, Plastikwörter have a tendency to represent the product quality in a more general way and indirectly improve the brand image.;A large number of hair care product?s advertisements from different brands that are widely spread through mass media are affecting women?s decision about which shampoo that they?re going to use. In this paper, I have analysed advertisement language of 10 Garnier shampoo ads in Germany. The purpose of this research is to find out how the use of Hochwertwörter, Schlüsselwörter and Plastikwörter in those 10 ads makes them more interesting for their target market. The result of the analysis shows that each of advertisement uses Schlüsselwörter to create costumer?s positive associations which is directly related to the product, for example to describe the result we achieve when we use that product or to describe the quality of product composition and the use of Hochwertwörter will give more positive value to the product. Meanwhile, Plastikwörter have a tendency to represent the product quality in a more general way and indirectly improve the brand image., A large number of hair care product’s advertisements from different brands that are widely spread through mass media are affecting women’s decision about which shampoo that they’re going to use. In this paper, I have analysed advertisement language of 10 Garnier shampoo ads in Germany. The purpose of this research is to find out how the use of Hochwertwörter, Schlüsselwörter and Plastikwörter in those 10 ads makes them more interesting for their target market. The result of the analysis shows that each of advertisement uses Schlüsselwörter to create costumer’s positive associations which is directly related to the product, for example to describe the result we achieve when we use that product or to describe the quality of product composition and the use of Hochwertwörter will give more positive value to the product. Meanwhile, Plastikwörter have a tendency to represent the product quality in a more general way and indirectly improve the brand image.]"
Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
cover
Devi Ananta Aulia
Rhetorische figuren dalam iklan produk Mcdonald di Jerman pada tahun 2014 = Rhetorische figuren in German advertisement issued by Mcdonald in 2014
"[ ABSTRAK
Pada masa kini, manusia semakin menginginkan hal yang instan, mudah, dan praktis, termasuk
dalam hal makanan. Oleh karena itu, banyak bermunculan restoran cepat saji, salah satunya adalah
restoran asal Amerika, McDonald. Dalam memasarkan produknya, peranan iklan sangatlah
penting sehingga diperlukan pembuatan iklan yang kreatif dan atraktif, salah satunya dengan
menggunakan gaya bahasa iklan. McDonald menggunakan beberapa alat retorik untuk menyokong
iklan mereka. Penelitian ini bertujuan untuk membahasa bagaimana alat retorik tersebut digunakan
dalam 10 iklan McDonald berbahasa Jerman di tahun 2014 untuk menarik para konsume.
Berdasarkan hasil penelitian, ditemukan alat retorik yang digunakan, yakni Positionsfiguren,
Wiederholungsfiguren, Erweiterungsfiguren, Kürzungsfiguren, dan Appelfiguren. Penggunaan alat
retorik tersebut membuat iklan McDonald lebih menarik namun tetap singkat dan padat.
ABSTRACT In this era, people are getting more into instant and practical things, including food. And thus,
nowadays there are more and more restaurants that serve variety of fast foods, one of them is a
fast-food restaurant from The United States, McDonald. To spread the products widely, creating a
creative yet attractive advertisement plays an important role, such as using a language style in
commercial advertisement. McDonald use some of the rhetorical figures to support their
commercial. Thus, this study explain how those rhetorical figures are used in 10 McDonald􀂶􀁖􀀃
german advertisements in year 2014 to attract the consuments. Based on the result of the study, the
rhetorical figures that are found in the advertisements are Positionsfiguren, Wiederholungsfiguren,
Erweiterungsfiguren, Kürzungsfiguren, and Appelfiguren. The use of those rhetorical figures make
the advertisement of McDonald look more creative and attractive in brief and simple way., In this era, people are getting more into instant and practical things, including food. And thus,
nowadays there are more and more restaurants that serve variety of fast foods, one of them is a
fast-food restaurant from The United States, McDonald. To spread the products widely, creating a
creative yet attractive advertisement plays an important role, such as using a language style in
commercial advertisement. McDonald use some of the rhetorical figures to support their
commercial. Thus, this study explain how those rhetorical figures are used in 10 McDonald􀂶􀁖􀀃
german advertisements in year 2014 to attract the consuments. Based on the result of the study, the
rhetorical figures that are found in the advertisements are Positionsfiguren, Wiederholungsfiguren,
Erweiterungsfiguren, Kürzungsfiguren, and Appelfiguren. The use of those rhetorical figures make
the advertisement of McDonald look more creative and attractive in brief and simple way.]"
Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
cover
Noor Lestyono Sasongko
Analisis Schlagzeile iklan persil berdasarkan teori Hochwertwörter-Schlüsselwörter-Plastikwörter = An Analysis on Schlagzeile of Persil Advertisement Based on Hochwertwörter-Schlüsselwörter-Plastikwörter Theories
"[ ABSTRAK
Jurnal ini membahas pemilihan kata-kata Hochwertwörter, Schlüsselwörter, dan
Plastikwörter dalam iklan Persil yang dapat mempengaruhi tingkah laku konsumen agar
membeli produk tersebut. Penelitian difokuskan pada kata-kata Hochwertwörter,
Schlüsselwörter, dan Plastikwörter yang terdapat pada Schlagzeile ke-10 iklan Persil. Melalui
penelitian kepustakaan dan metode deskriptif, didapatkan hasil bahwa penggunaan
Hochwertwörter dalam iklan Persil memberikan kesan positif pada produk tersebut.
Schlüsselwörter untuk menimbulkan asosiasi konsumen terhadap produk Persil, sedangkan
Plastikwörter memberikan rasa aman dan yakin pada konsumen terhadap kualitas produk.
ABSTRACT This journal discusses the election of words Hochwertwörter, Schlüsselwörter, and
Plastikwörter in Persil ads that can influence the action of consumers to buy the product. The
Research is focused on the words Hochwertwörter, Schlüsselwörter, and Plastikwörter used
in Schlagzeile of the ten of Persil ads. Through literature research and descriptive method,
showed that the use of Hochwertwörter in Persil ads give a positive impression on the
product. Schlüsselwörter to cause the consumer associations on product Persil, while
Plastikwörter ensure the safety and convince the consumers on the quality produt.;This journal discusses the election of words Hochwertwörter, Schlüsselwörter, and
Plastikwörter in Persil ads that can influence the action of consumers to buy the product. The
Research is focused on the words Hochwertwörter, Schlüsselwörter, and Plastikwörter used
in Schlagzeile of the ten of Persil ads. Through literature research and descriptive method,
showed that the use of Hochwertwörter in Persil ads give a positive impression on the
product. Schlüsselwörter to cause the consumer associations on product Persil, while
Plastikwörter ensure the safety and convince the consumers on the quality produt., This journal discusses the election of words Hochwertwörter, Schlüsselwörter, and
Plastikwörter in Persil ads that can influence the action of consumers to buy the product. The
Research is focused on the words Hochwertwörter, Schlüsselwörter, and Plastikwörter used
in Schlagzeile of the ten of Persil ads. Through literature research and descriptive method,
showed that the use of Hochwertwörter in Persil ads give a positive impression on the
product. Schlüsselwörter to cause the consumer associations on product Persil, while
Plastikwörter ensure the safety and convince the consumers on the quality produt.]"
Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
cover
Ericha Mediyanti
Analisis penggunaan teori rhetorik in der werbung dalam iklan produk Adidas di Jerman = Analyse of usage of rhetorik in der werbung theory in the advertisements of adidas products in Germany
"[ ABSTRAK
Rhetorik in der Werbung atau Retorika dalam iklan adalah penggunaan bahasa yang menyimpang dari kaidah
bahasa baku baik secara semantik maupun leksikal. Penggunaan variasi bahasa tersebut dalam iklan dibentuk
sedemikian rupa agar publik memiliki rasa ketertarikan dan terdorong untuk membeli produk yang ditawarkan.
Analisis teori retorika dalam jurnal ini menggunakan enam contoh iklan Adidas di Jerman. Tujuan analisis ini
adalah untuk mempelajari tahapan penggunaan teori retorika apa saja yang terdapat pada keenam iklan Adidas .
Tahapan tersebut diantaranya adalah pengumpulan tema yang sesuai (invention), penyusunan argumen yang
efektif (disposition), bentuk kebahasaan (elocution), penggunaan kata dan gambar yang mudah dihafal
(memoria), bentuk ekspresi dalam gambar (actio), kualitas bahasa (elucio), hingga estetika bahasa (ornatus).
Berdasarkan analisis yang dilakukan, ditemukan bahwa tidak semua iklan memenuhi setiap tahapan retorika.
Tahapan yang paling banyak tidak terpenuhi adalah unsur kualitas bahasa, khususnya dalam penggunaan bahasa
Jerman yang baik dan benar. Meskipun begitu terkadang kesalahan aturan bahasa tersebut digunakan pembuat
iklan sebagai salah satu daya tarik iklan terhadap publik.
ABSTRACT Rhetorik in der Werbung or rhetoric in advertisement is the use of language that deviates from the rules of
standard language both semantic and lexical. The use of such language in the advertisement variation is formed
in a way that the public has a sense of interest and compelled to buy the products. Analysis of rhetoric theory in
this journal is using six samples of Adidas advertisements in Germany. The purpose of this analysis is to study
the stages of rhetoric theory which contained in the Adidas advertisements. These stages include the collecting
of appropriate theme (invention), the preparation of an effective argument (disposition), linguistic form
(elocution), the use of words and images that are easily memorized (memoria), a form of expression in the
picture (actio), the quality of the language (elucio), and the aesthetic of language (ornatus). Based on the
analysis, it was found that not all of these advertisements fulfill every stage of rhetoric. The stage that most
widely unfulfilled is quality of language, especially in the use of propered German language. Even so sometimes
those mistake is used by the advertisement makers as a point to attract public attention.;Rhetorik in der Werbung or rhetoric in advertisement is the use of language that deviates from the rules of
standard language both semantic and lexical. The use of such language in the advertisement variation is formed
in a way that the public has a sense of interest and compelled to buy the products. Analysis of rhetoric theory in
this journal is using six samples of Adidas advertisements in Germany. The purpose of this analysis is to study
the stages of rhetoric theory which contained in the Adidas advertisements. These stages include the collecting
of appropriate theme (invention), the preparation of an effective argument (disposition), linguistic form
(elocution), the use of words and images that are easily memorized (memoria), a form of expression in the
picture (actio), the quality of the language (elucio), and the aesthetic of language (ornatus). Based on the
analysis, it was found that not all of these advertisements fulfill every stage of rhetoric. The stage that most
widely unfulfilled is quality of language, especially in the use of propered German language. Even so sometimes
those mistake is used by the advertisement makers as a point to attract public attention., Rhetorik in der Werbung or rhetoric in advertisement is the use of language that deviates from the rules of
standard language both semantic and lexical. The use of such language in the advertisement variation is formed
in a way that the public has a sense of interest and compelled to buy the products. Analysis of rhetoric theory in
this journal is using six samples of Adidas advertisements in Germany. The purpose of this analysis is to study
the stages of rhetoric theory which contained in the Adidas advertisements. These stages include the collecting
of appropriate theme (invention), the preparation of an effective argument (disposition), linguistic form
(elocution), the use of words and images that are easily memorized (memoria), a form of expression in the
picture (actio), the quality of the language (elucio), and the aesthetic of language (ornatus). Based on the
analysis, it was found that not all of these advertisements fulfill every stage of rhetoric. The stage that most
widely unfulfilled is quality of language, especially in the use of propered German language. Even so sometimes
those mistake is used by the advertisement makers as a point to attract public attention.]"
Fakultas Ilmu Pengetahuan dan Budaya Universitas Indonesia, 2015
MK-PDF
UI - Makalah dan Kertas Kerja  Universitas Indonesia Library
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